Here at Bournemouth & Poole Tourism, we are absolutely delighted to share some fantastic news for both our wonderful local residents and visitors to the coast! Following a highly successful first year, Adventure Attractions Ltd, the operators of the brilliant attractions on Bournemouth Pier, have confirmed that the suspension of the pier toll will continue indefinitely.

Delivered in proud partnership with Bournemouth, Christchurch and Poole (BCP) Council, this initiative was initially introduced to improve accessibility across the seafront. The results over the last twelve months have been phenomenal, with a strong uplift in footfall and engagement across the pier. At a time when many UK coastal attractions are facing price increases, we are thrilled that Bournemouth Pier is bucking the trend, remaining open, free, and welcoming to all.

Sarah Hunter, Managing Director of Adventure Attractions, highlighted the success of the initiative: “Increasing accessibility to the pier has always been our ambition, and the response over the past year has been incredibly positive. Continuing the toll suspension allows us to build on that momentum and ensure the pier remains a place everyone can enjoy, all year round.”

This decision represents a major, £700,000 investment from Adventure Attractions into the removal of the toll, acting as a testament to their long-term commitment to the seafront.

Sarah continued: “It is a difficult time for the Leisure and hospitality industry, but in anticipation of BCP Councils’ investment in the structure of the pier, we are showing our commitment to the future by investing over £700,000 in removing the toll. This is a huge investment and risk for us, but the increased footfall and support for our businesses have shown us that the opportunity is there to grow the pier into the future and develop the returns that can justify the investment. As BCP Council invest in the structure for the future, Adventure Attractions want to invest in developing the customer experience for the future to ensure the partnership continues to deliver and develop.”

So much to see and do! With the entry fee officially removed, there has never been a better time to take a stroll down one of the UK’s most recognisable coastal landmarks. Visitors can continue to experience the thrill of the PierZip and RockReef, or relax and take in the panoramic ocean views at the Key West Restaurant.

To add to the vibrant atmosphere, the pier will also host an array of exciting temporary pop-ups throughout the year—perfect for families and couples alike! Keep an eye out for face painting, beautiful jewellery stalls, and delicious treats like strawberries & chocolate.

The move has been warmly welcomed by BCP Council, reinforcing our shared commitment to supporting the local economy, boosting tourism, and enhancing the spectacular appeal of Bournemouth’s seafront.

Amanda Barrie, Director of Commercial Operations at BCP Council, said: “Bournemouth Pier is one of our most loved landmarks and keeping it open and accessible benefits both residents and visitors alike. We are pleased to be able to work with Adventure Attractions to allow residents and visitors to enjoy the pier toll free which helps encourage footfall, supports tourism, and strengthens the local economy, while ensuring the pier remains a welcoming, everyday space for our communities.”

We are incredibly proud to see this continued investment in our seafront and look forward to seeing Bournemouth Pier continue to thrive as an accessible, everyday space for everyone.

Plan your visit today and head down to Bournemouth Pier—we can't wait to welcome you!